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SMX West 2014

SMX West 2014. The. Takeaways. Part Deuce. Table of Contents. Social Linking Mobile SEO Food for Thought. Social. Social. “Create a Google+ account so you can setup authorship. Doesn't mean you have to use it .” Danny Sullivan. Social.

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SMX West 2014

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  1. SMX West 2014 The Takeaways Part Deuce Created by @Matt_Dimock of .

  2. Table of Contents • Social • Linking • Mobile • SEO • Food for Thought Created by @Matt_Dimock of .

  3. Social Created by @Matt_Dimock of .

  4. Social • “Create a Google+ account so you can setup authorship. • Doesn't mean you have to use it.” • Danny Sullivan Created by @Matt_Dimock of .

  5. Social • “Don't focus so much on creating endless streams of content • on Google Plus Local.” • Adam Dorfman Created by @Matt_Dimock of .

  6. Social • “Customize your Google+ page. Use a banner, images & video to differentiate yourself from competitors.” • Adam Dorfman Created by @Matt_Dimock of .

  7. Social • “Google+ description doesn't impact rankings much, but great for driving funneled traffic to landing pages.” • Adam Dorfman Created by @Matt_Dimock of .

  8. Social • “Use the Open Graph Metabox WordPress plugin to customize how blog posts display on social platforms.” • Greg Gifford Created by @Matt_Dimock of .

  9. Linking Created by @Matt_Dimock of .

  10. Linking • “If you buy links, just make sure we are aware of it.” • “The computers NEVER forget.” • Duane Forrester Created by @Matt_Dimock of .

  11. Linking • Q: “Should I proactively disavow bad links?” • A: “Yes, if there is a worrisome amount. Disavow at domain level.” • Q: “Can you show all bad links in GWT so we can disavow bad ones? • A: “No, but we give you 100,000 links to review.” • Matt Cutts Created by @Matt_Dimock of .

  12. Mobile Created by @Matt_Dimock of .

  13. Mobile “People should be thinking about mobile first. We'll be more likely to show mobile search errors.” Q: “What is mobile friendly?” A: “There are different good strategies. But DON'T redirect all pages to the home page!” Q: “Will mobile site ranking impact desktop rankings?” A: “Not likely. - Matt Cutts Created by @Matt_Dimock of .

  14. SEO Created by @Matt_Dimock of .

  15. SEO • Understanding Hummingbird • “Google is trying to understand the intent, • context and entities of a search.” • - Marcus Tober • Hummingbird is about three things: • Contextual search • Conversational search • Semantic search Created by @Matt_Dimock of .

  16. SEO Example of Contextual Search Created by @Matt_Dimock of .

  17. SEO Example of Conversational Search Created by @Matt_Dimock of .

  18. SEO Example of Semantic Search Created by @Matt_Dimock of .

  19. SEO • Understanding Hummingbird • Pre-Hummingbird, 4/10 ranking pages matchedfor semantic searches. Post-Hummingbird: 9/10. • As a result, # of unique domains dropping week by week. • There was no increase to knowledge graph integrations. • Hummingbird is a work in progress. Created by @Matt_Dimock of .

  20. SEO • Hummingbird Tips • Incorporate Google Instant suggestions withinyour content. • Write conversational content! • Consider an FAQ page. Created by @Matt_Dimock of .

  21. SEO • Understanding Schema • “You should include structured data on your website to • capitalize on rich snippets.” • - Janet Miller Created by @Matt_Dimock of .

  22. SEO • Types of Schema • Creative Works • Embedded non-text objects • Organization • Event • Person • Local Business • Product • Review Created by @Matt_Dimock of .

  23. SEO • Schema Tips • Only use what’s relevant to your business. • Use video schema • Use aggregatedreviews schema Created by @Matt_Dimock of .

  24. SEO • Understanding Local SEO • “Create iconic pieces of content that are locally targeted!” • “Blog about your community on your local landing pages; don't be vain!” • - Greg Gifford Created by @Matt_Dimock of .

  25. SEO • Local SEO Tips • Easiest way to identify a Google Places page: look for a map. • No custom categories = sucks for niche businesses. Created by @Matt_Dimock of .

  26. SEO • Local SEO Tips • Dot your i‘s and cross your t’s. • Great local aggregator tools: • Localeze • Info USA • Acxiom • Using geographic modifier in Google Places listing = OK! Created by @Matt_Dimock of .

  27. SEO • Local SEO Tips • If it’s not broken, don’t fix it. • Google states not to manually merge Google Plus/Places. • Use consistent themes for local listings. • Apple Maps reaches 23% of smartphone users. • Google Places = highest priority for directory building. Created by @Matt_Dimock of .

  28. SEO • Local SEO Tips • Prioritize directory building (quality 1st, suckiest 2nd): • Yext • Moz Local • Bing Local = easiest directory to claim. • Yahoo Local = hardest directory to claim. • Email YP support for directory verification help. Created by @Matt_Dimock of .

  29. SEO • Local SEO Tips • Only pay for enhanced listings on Yelp as test pilot. • Maintain consistent NAP & use company e-mail. • Capitalize on Barnacle SEO! • Vertical directories are ranking very well recently. • Use City, ST in content, URL, metas & alt tags Created by @Matt_Dimock of .

  30. SEO • Local SEO Tips • Embed a Google Map. • Toll free call tracking #’s =BAD for SEO. • Local call tracking #’s =OK for SEO. • Sponsor local events & createlocal event guides. Created by @Matt_Dimock of .

  31. SEO • Local SEO Tips • Create a local resource directory. • Build links to local landing pages. • Build directories within your niche. • Rebranding your local business will be a huge endeavor. • Threshold for # of reviews needed to rank well. Created by @Matt_Dimock of .

  32. SEO • Local SEO Tips • “If you want to kick @$$, and you’re all out of bubblegum,you have to build citations.” • - Greg Gifford Created by @Matt_Dimock of .

  33. SEO • Local SEO Tips • Unstructured citations still count! • Clean up citations & expect big results. • Local SEO tools: • Whitespark • BrightLocal • PlacesScout Created by @Matt_Dimock of .

  34. SEO • Q&A with Matt Cutts • Q: “Will new TLD domainsinfluence better rankings?”. • A: “No.” • Q: “Is filtering out hack sites a priority?”.A: “Very important priority. Helping people identify via GWT.” • Q: "Are Penguin updates on a 6 month refresh interval?”.A: “It depends on what we have in the works, but yeah.” Created by @Matt_Dimock of .

  35. SEO • Q&A with Matt Cutts • “If you got hacked and repaired it,it should not affect your rankingsfor long term.” • Q: “Can iFrames be read?” A: “They can.” • Q: “When will you update theGoogle Webmaster Tools keyword data?”A: “It's on the list. Not sure when.” Created by @Matt_Dimock of .

  36. SEO • Q&A with Matt Cutts • Q: “Is there AuthorRank?”A: “ AuthorRank is used in one way:in-depth articles!” • Q: “Do we need to be worried aboutnegative SEO?”A: “I don't think so. We try to make sure our algorithms are negative SEO resistant.” • “We're also working on the next generation of Panda. DON'T PANIC! It'll appear more fierce to a small %.” Created by @Matt_Dimock of .

  37. SEO • Q&A with Matt Cutts • “Some themes Google will beworking on this year:mobile, SSL and JavaScript.” • “We're looking at revampingWebmaster Academy.” • “Don't just talk about recent events. Put it into context. Give historical insight!” •  Created by @Matt_Dimock of .

  38. SEO • Q&A with Matt Cutts • Q: “How do you prioritize yourmarketing efforts?” • Content • Usability • Social Media • Link Building • SEO Created by @Matt_Dimock of .

  39. Food for Thought Created by @Matt_Dimock of .

  40. Food for Thought • “The measurement of successful SEO has changed. • Stop relying on just ranking reports!” • Janet Miller • “If your traffic for IE8 looks like it drops for a few weeks, don't panic. It'll only be temporary.” • Matt Cutts • “We are at the end of stupid for this industry.” • Brian Clark • “It's not just our jobs to setup the sites and walk away.” • Justin Sanger Created by @Matt_Dimock of .

  41. Food for Thought • “Data has got to become a bigger part of our jobs.” • Unknown • “2/3 of sales require more than one click for completion.” • Brad Geddes • “Panda updates daily behind the scenes; • Penguin about every 6 months.” • & • “Unblock your CSS files so Google can properly crawl your site.” • Matt Cutts Created by @Matt_Dimock of .

  42. The End Have Questions? Are you a local contractor looking to increase your leads? Call (800) 727-3920 Created by @Matt_Dimock of .

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